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Eight Questions With Jamie: Our New VP Of Sales This month, we welcomed a new member to the Longtail UX team: Jamie Kanter, VP of Sales (Americas)!

Meet Jamie Kanter – Longtail UX’s new VP of Sales, Americas! His exciting career journey so far has included stints as a Marketing Manager with Microsoft, Director of Sales Effectiveness Solutions with CEB (now Gartner), and Managing Director of Strategic Accounts with Seattle SEO software company, Moz.

We recently sat down with Jamie to ask a few questions and get to know him a little better…

  1. Can you briefly introduce how you got into the search engine space and what makes it interesting for you?

Part of it was just being in Seattle when I was looking for a new role a few years ago. Seattle has a lot of awesome startups, including Moz, which is one of the definitive names in SEO. And so I looked into roles there, got into Moz, and that was my first entry into that space – besides actually searching on Google, I suppose!

What makes it interesting, I think, is the omnipresence of search in all of our lives. Whether on a watch or phone or car, search is everywhere, all the time. And for people who are just growing up now, that is how they interact with information – differently to how I used to interact with information when I was a kid.

 

  1. What was it like working at Moz?

It’s a great company. It lives by its values, which are well known in the industry; it truly does live that every day and tries not just to make everything comfortable, but to bring its values into every bit of what it does. [There are] really smart people doing really interesting work. It’s cool to work alongside some of the biggest names in SEO, and to understand that these are the people defining how Google is doing what they do, and how businesses can respond to that.

Some of the cool people that I’ve learned from – Dr Pete [Dr Peter J. Meyers] is great, Britney Muller is great, Russ Jones is amazingly smart and funny… And all of these are resources at Moz – people who are on our Slack channels and who are just either a phone call or a walk down the hall away, which is crazy.

 

  1. What was it about Longtail UX that made you want to join the company?

There’s a lot! It’s a unique solution to a common problem. When I look back at my time at Moz, some of the biggest questions I got were, ‘How do you prove that SEO is working?’ ‘How do you know what the ROI is?’ ‘Why would we invest in this if we can’t prove that it’s actually working?’ Those are all legitimate questions, because it has traditionally been hard to do that. So part of it is that it’s solving an issue I already saw in the market, and therefore it’s intriguing to me.

Then, as I learned more about the company and got to talk to Will and Andreas, their vision – not only for the business side of the company, but the technology side of the company – just all seemed to fit; there was a good cultural fit for me. So all of that put together made for a really challenging but also exciting opportunity.

 

  1. What is something you’ve learned that you lean on daily?

It’s so simple, and it’s something that I actually learned back when I had my first sales management job. It’s the mantra ‘seek first to understand’. It takes a lot of forms – people say ‘assume good intent’ as well.

But a lot of things fall back on it: first try to understand the problem or the issue, and then try to solve it or what have you. Because oftentimes, if you seek first to understand, you will gain the knowledge that you need to deal with the problem appropriately – whether that is to react with a hammer coming down, or whether it’s to react with a hug. If you understand the problem and what created it, it’s a lot easier to deal with.

 

  1. What small change has made a big difference in your life?

I don’t know if it’s a small change – I mean, they’re technically small now! – but I would say my kids. Ever since I had my first kid almost six years ago (I’ve got three now), it’s changed my complete perspective. I don’t think I’ve lost ambition or desire or drive, but I think a lot of what I’m after today is different than what I would have been after before kids. Now it’s all about supporting my kids and enriching their lives. It’s made a huge difference in my life.

 

  1. What don’t you know that you wish you knew?

This probably has nothing to do with my career, but I wish I could be much handier! I wish I knew how to build things and fix things and create things – that is not me. I’ve never been skilled with those sorts of things. I’m the one who needs to call people to fix things, or my wife will do it because she’s much handier than me!

 

  1. What books are on your nightstand right now?

It’s a variety. I’m a more voracious reader of fiction, so I think I’ve got a Tana French novel that I just started. I also just started a [non-fiction] book called Waking Up White [by Debby Irving], which is about how to deal with some of the issues with race in society today, written from the perspective of someone who is white but also trying to wrestle with those same issues – that’s something of particular importance. And then I’m sure there’s a book or two that I’ve heard of Bill Gates or Obama reading that I should crack into!

 

  1. What one piece of advice would you give someone working in SEO/SEM today?

Take the time to understand what you really want. It’s harder to do SEO/SEM if you don’t know how you’re going to measure what a good job looks like. It’s pretty simple to just start throwing effort at something; it’s much harder to be thoughtful about why you’re trying to accomplish the things you want to accomplish, then figure out how to actually accomplish those things.

Australian SEO Startup Longtail UX Secures $2.5m In Funding For Global Expansion Longtail UX, an Australian SaaS startup who’s patented technology boosts businesses’ website ranking and ad performance on Google, has secured $2.5 million dollars in funding to expand its technology into the US and UK markets.

Longtail UX, an Australian SaaS startup who’s patented technology boosts businesses’ website ranking and ad performance on Google, has secured $2.5 million dollars in funding to expand its technology into the US and UK markets.

The fresh round of funding, which sees Longtail UX valued at $25 million, is a result of new and existing investors, including Andrew Bassat of SEEK, increasing their stake after the company successfully signed on Woolworths Group’s Dan Murphy’s, Adore Beauty, Booktopia and Yellow Pages as clients.

The global market spend for Search Engine Marketing (SEM) alone is $US100 billion.

With this funding, Longtail UX will expand its global sales team by 10x and appoint two VPs of Sales – one in the US and one in the UK to oversee growth in the Americas and EMEA.

The company has seen strong uptake of its SEO and SEM solutions across retail, automotive, real estate, financial services and insurance industries.

Longtail UX investor and Citi managing director Sean Larcombe commented: “As one of the original Longtail UX investors, I’m thrilled to support the recent capital raise. Longtail UX’s Australian patented technology is not only creating a buzz in the industry, but it addresses a need in the market and delivers real ROI for its users.”

Longtail UX co-founder and executive chairman Will Santow (feature image) added: “The recent success and excitement around our SEO and SEM technology has helped us raise more than double our initial goal of one million dollars.

“This investment will allow us to rapidly scale internationally by building out our sales teams and expanding our marketing efforts in The Americas and Europe.”

World-first solution to manage SEO like SEM

Longtail UX’s patented SEM technology is the world’s first solution to give businesses control over how their website appears on Google and allows companies to measure results and the return of their SEO investment at the keyword level.

When users click on a Longtail UX created Google Ad or organic search result, they find all matching products in the first click, rather than having to refine, scroll or search further from the initial product landing page.

Longtail UX co-founder and CEO Andreas Dzumla (feature image) added: “We’ve built a unique product that is driving massive value for our clients across a wide range of industries in the most important digital marketing channel that drives 50% of the US$4 Trillion global Ecommerce.

“The latest funding round allows us to properly invest in sales and marketing to make our product known to CMOs around the world.”

Current international Longtail UX clients include Bonnier Corporation, an American magazine publisher who uses the technology across their 32 websites, and Segundamano, a leading online classified website in Mexico, part of international marketplace group Adevinta with websites in 16 countries.

 

Source: B&T Magazine

Xmas in July- The Top 5 tips your business needs to optimise Search for Christmas

It pays to think ahead and Christmas is right around the corner! It may not feel like it but you are running out of time to optimise your Search strategy.

Although Search is not a channel to drive awareness, if your business is one that benefits from the shopping frenzy over the holidays, the time to take advantage of this “always-on” channel is now!

 

  1. The best time to start your Christmas campaign in Search was last year

Although June is months away from Christmas, by the time you have determined your ideal keywords list with the optimal CPC to maximise sales for your target ROI, it’s Boxing Day!

Retailers should be prepared to optimise against a moving target as user searches fluctuate in the lead-up to Christmas, while most of all your competitors are making a constant budget and CPC changes.

The best preparation for any seasonal user search behaviour and competitor bid changes is to look at last year’s performance in the lead-up to Christmas. If you have two or more years of seasonal data, even better! Overlay as many years of data as possible, consider both numbers of days to Christmas and day-of-the-week and build a model for expected traffic, CPC, revenue and ROI to inform your campaign optimisation, budget and revenue run-rate for this year’s festive season.

 

  1. The best Christmas campaigns are your always-on, long tail, campaigns

 The Christmas campaign is the Super Bowl of the competition – and if you haven’t played in the regular season and collected learnings from it, how can you do well in the Super Bowl?

Your always-on, search campaign throughout the year gives you all the data you need to make the best decisions on where to spend your extra Christmas campaign budget for the best ROI. Categories that work well, keywords that have high ROI, keyword variations that are broadly related, but just don’t convert into sales – key data you need to know.

And the more long tail keywords you actively target – key phrases of four or more words where users search for something very specific – the better informed you are on actual user search behaviour and your site’s performance for all the different variations of keywords that describe your products.

 

  1. Target the ‘Christmas long tail’

 There are indeed some very Christmas specific keywords, which you can make work for or against you. These can work against you while spending a lot of money with little return, if you bid on keywords like “Vegan hampers Bondi”, “Christmas vouchers for dogs”, “Xmas gifts for him / her/ mum/ dad”, “Christmas gifts for under $100 that look expensive” which land the user on generic landing pages, or worse, your homepage!

You can make these seasonal keywords work for you, if you land the users on tailored landing pages with exactly the relevant content and most importantly, relevant product lists (your users want to buy, not read) for the exact context of the keyword. All your vegan hampers, all your gift ideas for him/ her/ mum/ dad that look more expensive.

Before you start investing in landing pages, consult AdWords Keyword Planner for actual search volumes for the individual keywords and check your last year’s search term report to see volumes and past performance.

 

  1. Use your Shipping Information as ‘Urgency Message’

One of the few marketing ‘tricks’ that are proven to be effective on search landing pages, is the urgency message. A very simple and credible, even useful, way of creating an urgency message is showing the expected delivery date – Amazon is a genius in this! “Order within the next 2hrs and receive the product by date XYZ”. In a Christmas context, it’s valuable and effective to tell your customers when they can last order to receive their products in time before Christmas.

You can further tailor this by user location and different shipping speeds by state, metro vs. regional and shipping options (standard, express or courier). Of course, this does not only work for Christmas but all year round.

 

  1. SEO for Christmas, don’t reinvent the wheel

 If you have built Christmas-specific landing pages that rank for SEO, don’t build a new one every year – keep the URL and update the content. Data history like backlinks, traffic and usability stats for a specific URL is of high importance for SEO ranking. By creating new URLs each year, you lose all history and the pages’ past performance credit with Google.

If you have pages that refer to the current year, like “Top Christmas gifts 2019”, then you obviously need a new URL every year. In that case, make sure to add a 301 redirect from your 2018 version (and older versions) to the most recent one. While 301 redirects don’t pass on all ‘link juice’, ‘SEO history’ for Google, they do pass on around ~90% of it – and nobody will miss the page or content for “Best Christmas gifts 2009”.

Make this Christmas count for your business, and always think about the ultimate goal in search: just like in-store, it’s customer experience. If a user asks for “Christmas gifts for dad under $50”, take them by the hand and lead them to the relevant product section – don’t just point them into the general direction. Just like you would train your in-store staff to do.

 

What can Longtail UX do for your business?

If your business is looking for a massive uplift in non-brand SEO and conversion rates, get in touch with us at contact@longtailux.com and let us give your company the boost it needs to reach its full potential. Or click here to book a free DEMO.

Want to hit your SEO and SEM targets sooner?

Five Need-to-knows for Search Marketing

It is widely acknowledged that Search Engines are a critical medium for driving website traffic. In fact, 93% of all online experiences begin with a search engine such as Google. Despite this, Search Engine Marketing (SEM) continues to be one of the most misunderstood and underutilised online marketing channels. Most businesses miss the mark in the search channel, losing a great revenue opportunity in what should be the most profitable channel.

The Australian retail sector is most at risk, as major Australian retailers currently can still afford to miss the mark: For large brands “Online” is often only equivalent to 1 out of their 400 physical store locations, Australia’s online retail market is underdeveloped, accounting for less than 10 per cent of total retail revenue, compared to 20 per cent in the UK.

However, this is about to change, with strong international players entering what used to be a market protected by geography.

Read the full article as featured in Dynamic Business…

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Beware of the Omnichannel

As a concept, Omnichannel makes perfect sense: you create a great, seamless customer experience no matter the channel they come from or how they switch between channels – online and offline. You track performance and manage marketing budgets equally seamlessly across channels.

It is a slippery slope, however, when it becomes a purpose in itself, diverting your focus from nailing the individual channels. “We don’t look at ROI from individual channels, we do Omnichannel”. “We cannot do X in channel Y, we first have to get our Omnichannel strategy right. We expect this to happen in quarter Z”. (See topic above…)

Australia was the Ominchannel retail champion in 2015 particularly in Consumer Electronics. Surely there will be no problems with Amazon landing soon… Oh, wait!

Rather than thinking Omnichannel, change perspective. Think User Experience and Performance Tracking for every single channel that matters for your business. Once you’ve nailed every single channel, you almost don’t have to worry about “Omnichannel” anymore.

Fun fact: 77% of shop visitors use their mobile phone in-store – 57% of these people don’t use it for shopping... For the remaining 43% of your store visitors: Give them branded tablets? Block internet access in-store? Or make sure you’re appearing for all the relevant search terms and on review websites?

(PS: If you want to achieve an unfair advantage in the Search Channel and make your SEM & SEO Amazon-ready, speak to us. We work with your existing agencies and in-house teams.)

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Don’t fail fast… Fail cheap

One of the most important concepts I have learned in the Online world is the concept of “fail fast“.

While there is some controversy surrounding the topic, many of the opposing arguments are missing the point: this is not about ‘Silicon Valley Hype‘ or even ‘Celebrating Failure‘.

This is about “Risk vs. Reward” and managing your company’s resources efficiently: So when someone sells you a project – internal or vendor – it requires you to ask yourself “How long will it take to get to a measurable result?” and “What are the resource and opportunity costs of doing this?” In other words, what else can your team NOT do while resources are tied to this project?

That’s why every business that wants to succeed in ‘Online’ should practice A/B testingAgile Product Development and work with the concepts of MVPs (also for Enterprises), MDPs or – my personal favourite: RATs. They all serve the same purpose: Not all projects will succeed. So better find out faster, cheaper, reiterate and win incrementally. Or, in the words of Fred Brooks: There is no silver bullet.

(PS: Longtail UX for SEM takes just one day for your IT team to set up and delivers measurable results within two weeks – achieving an AdWords ROI increase of up to 50%)

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